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Be honest to yourself, so that you’ll know when fate knocks on your door.

 
  • Global Work wanted to build a differentiated brand image that Japanese consumers can relate to and increase brand awareness at the same time.

    We identified brand challenges and determined the brand territories, creative strategies, and ideas based on the local consumer insights. to be part of the consumers’ conversation, we collaborated with [ALEXANDROS], an upcoming Japanese ROCK-POP artist who created an original track “FEEL LIKE” inspired by the new brand tagline “FEEL IT” which elevates the brand to encourage consumers to follow their own instinct. The aim was also to raise awareness, and engagement through participation in the brand among the target audience by bringing the brand message “What you feel is more real” to activate across all the touchpoints. In addition to TVCM, we launched the original track, making the video, in-store magazine and merchandising, etc.

    The results were the highest TVCM liking score in the brand's history (No.2 among key fashion brand competitors). Brand awareness and understanding increased (Approx. 80%) all the important attributes were well taken: comfort, good impression, and good taste. Sales increase (60%) in addition, GW open up 15 more stores throughout the region after. TVCM on YouTube has around 12.5M views. The track and TVCM were most talked about on SNS (through brand engagement the core consumer was able to participate in the music video and live concert events) and the track was live performed on NHK TV shows.

    What we did: Strategy & Positioning, Copywriting & Scripting, Tone of Voice, Product Strategy, Music Collaboration, TVC Campaign, Art Direction, Marketing Collateral, and Website & Social

 
 

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Velvet by Sternberg — SS 2021

Brand Anthem — Feel it